[Today’s New Release] The Second Coming of the Sold-Out Sensation... Seven Eleven "Shin Dongyeop Black CircleMAX"

The Evolution of Value-for-Money Whisky
Exclusively Launching on July 16

Seven Eleven announced on July 13 that it will exclusively launch the upgraded version of its value-for-money whisky, "Black CircleMAX"—the follow-up to last year's "sold-out sensation" Black Circle—on July 16.

Last year, Seven Eleven collaborated with the celebrity IP specialist company Mecoy and television personality Shin Dongyeop to develop "Black Circle Whisky." Shin Dongyeop, well-known for his love of spirits, was directly involved in every stage of product development, from tasting the base spirit to designing the package. Upon release, "Black Circle Whisky" ranked first in Seven App’s popular search terms, same-day pickup sales, and whisky category sales, with around 800,000 bottles sold to date. Seven Eleven’s whisky sales increased by 30% year-on-year last year, and from January 1 to July 10 this year, sales have continued to grow by 17% compared to the same period last year.

Shin Dongyeop Black Circle MAX Launch. Seven Eleven

Seven Eleven began developing the follow-up product in response to the growing demand for premium value-for-money whisky and customer feedback expressing a desire to try a "deeper-flavored Black Circle." While maintaining the strengths of the original Black Circle, the company created a premium version, "Black CircleMAX," by further upgrading the base spirit and flavor.

"Black CircleMAX" (priced at 23,900 won) is produced by a world-renowned whisky company in Scotland, and features a maximized malt content—a core element determining whisky’s flavor—and an ABV of 40%, allowing drinkers to experience a richer, more intense flavor than the original product.

Television personality Shin Dongyeop participated once again in the product development process, personally tasting a variety of base spirits and helping to shape the flavor direction. The focus was on creating a whisky that anyone can enjoy comfortably, while still satisfying the palates of whisky enthusiasts.

To commemorate the launch of Black CircleMAX, Seven Eleven is offering a limited-edition package that includes a special glass engraved with Shin Dongyeop’s signature. The all-in-one design of the glass makes it suitable for a variety of serving styles—neat, on the rocks, or as a highball—enhancing its collectible value. In addition, through the end of this month, customers can receive a 10% instant discount when paying with Samsung, Hyundai, Woori, Hana credit cards, Naver Pay, or Toss Pay.

Song Seungbae, MD of the Beverage & Liquor Team at Seven Eleven, said, "Black Circle set a new standard in the convenience store whisky market by combining reasonable pricing with high quality. With its superior base spirit and deeper flavor, Black CircleMAX is expected to become a flagship whisky that goes beyond value-for-money and truly satisfies value-driven consumption."

This content was produced with the assistance of AI translation services.